With a 12,000 square foot store opening on London’s Tottenham Court Road, US brand West Elm has hit the British high street with a bang this week.

Butterfly glass plates, West Elm

Since its launch in 2002 in Brooklyn, New York, West Elm has become an established brand known for natural materials, handcrafted and affordable home designs. Offering a wealth of choice, West Elm’s aim is to help customers mix and match pieces to create their own personal style. With a few exceptions, colours are neutral but there are plenty of textures available to give your scheme added interest. Set over two floors, you’ll find furniture, bedding, bathroom accessories, rugs, window dressings, decorative accessories, dining, kitchen products and gifts. A Gallery Wall features UK artists, sourced through Etsy, with prints available to buy.

For those who need a little extra confidence with creating a scheme, there are Home Stylists on hand to help choose colours, measure up, make a floor plan, find the right fabric, and even to pull together tear sheets for inspiration. Uniquely for a store of this size, this is offered free of charge.

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